Samsung Introduces Vision AI Companion, a Generative AI-Powered Bixby for 2025 TVs

Samsung is rolling out Vision AI Companion, an upgraded, generative‑AI version of its Bixby assistant, across its 2025 television lineup. The feature lets users ask natural‑language questions about on‑screen content and receive visual answers, while also offering recommendations, cooking tips, travel advice, and local restaurant suggestions. Powered by a mix of Microsoft Copilot, Perplexity and other models, it supports ten languages and integrates with Samsung’s broader AI ecosystem, including picture‑optimization and real‑time translation tools. The rollout follows an IFA debut in September and reflects Samsung’s strategy to anchor AI experiences in its smart‑TV platform.

Vision AI Companion Arrives on Samsung’s 2025 TVs

Samsung has begun distributing Vision AI Companion, a conversational AI built on an upgraded, generative‑AI version of its Bixby virtual assistant, across its entire 2025 television portfolio. The feature, first unveiled at the IFA trade show in September, now enables owners of Samsung’s newest smart TVs to ask natural‑language questions about what appears on the screen and receive answers that include visual elements. Examples include inquiries about an actor’s background, the artist behind a painting, or the final score of a sports game.

Beyond On‑Screen Queries

Vision AI Companion is designed to be more than a content‑lookup tool. It can also deliver personalized TV and movie recommendations, suggest cooking ideas, provide travel tips, and locate nearby restaurants. By handling context and follow‑up questions, the assistant aims to support a fluid, conversational experience that feels more like speaking with a knowledgeable companion than interacting with a traditional voice command system.

Powerful Generative AI Foundations

The assistant draws on a suite of generative‑AI models, including Microsoft Copilot and Perplexity, to interpret user queries and generate responses. Samsung emphasizes that the system can manage natural conversation, maintain context across multiple exchanges, and present answers with on‑screen visuals, leveraging the TV’s display as an integral part of the interaction.

Integration with Samsung’s broader AI ecosystem

Vision AI Companion will serve as a central hub for Samsung’s other AI‑driven TV features. It links directly to AI picture‑optimization tools that automatically enhance image quality and to real‑time translation capabilities that can render spoken or written content in a user’s preferred language. This integration underscores Samsung’s strategy of consolidating AI functions within the television platform, especially since the company does not market standalone smart speakers.

Language Support and Availability

The new assistant supports ten languages, among them English, Korean and Spanish, allowing a wide range of users to engage with the technology in their native tongue. Samsung notes that the rollout covers the full range of 2025 TV models, making the feature broadly accessible to consumers who purchase the brand’s latest televisions.

Strategic Implications

By embedding generative AI directly into its flagship TVs, Samsung positions the television as the primary touchpoint for in‑home AI experiences, complementing its other smart appliances such as refrigerators and washing machines. The move reflects a broader industry trend of leveraging large‑screen devices to deliver sophisticated AI interactions without requiring additional hardware.

Overall, Vision AI Companion represents Samsung’s effort to blend conversational AI with visual media, delivering a more interactive and personalized viewing experience for consumers of its 2025 television lineup.